It’s no secret Coca-Cola Europe has been at the forefront of the mobile revolution, long having turned the nascent channel into a major sales tool. But more recently, the beverage giant has been launching branding initiatives via mobile to astonishing effect.

Two notable projects: The Fanta Stealth Sound System, an iPhone app that enables teens to make fun of grownups using audio clips that are broadcast at frequencies too high for anyone over the age of 21 to hear; and an augmented reality tennis game that you play using your mobile phone as a racket.

In a source interview for the new book, THE ON-DEMAND BRAND, Prinz Pinakatt, head of interactive marketing for Coca-Cola Europe, shares his insights on Coke’s perspective on mobile in general, and then makes a blockbuster prediction about mobile augmented reality.